A panel delivers case studies and industry research that shows how leading advertisers are measuring effectiveness across channels.

In the consumer's mind, the web is a continuum in the channels they use to connect with our brands. In this day and age, understanding the combined effect of different marketing touch points is a critical element of measuring campaign effectiveness and ROI. It's incumbent upon marketers and their agencies to use advertising to leverage multiple channels so the whole is greater than the sum of the parts. Pioneering research is beginning to shed insight into how concurrent marketing channels work together to create synergies and improve ROI.

This session goes far beyond discussing the strategic concept of "cross-channel analysis" and delivers case studies and industry research that shows how leading advertisers are measuring effectiveness across channels. You'll also see the industry's first benchmarks for cross-channel analysis across display and search media from the Atlas Institute as well as a cross-media case study on local search and spot TV from Fathom Online.

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Speaker(s): Emily Riley, JupiterResearch (moderator); Esco Strong, Atlas; Linda O'Dekirk, United Airlines; David Carrel, Digitas; Rob Middleton, Fathom Online; David Beltramini, Covad Communications

Format: PDF file